It was the '#ad' that caused a stir, with commenters jumping down Lawrence's throat for undermining the special moment by turning it into an advertisement.

"Your pregnancy announcement is literally an ad bye," wrote one annoyed fan, while another added: "You... copped out your pregnancy announcement with an ad placement???"

However, Lawrence argued her sponsored post was for a good cause, not just to make a quick buck. As she explained in the caption, her partnership with the pregnancy test company was to help other couples facing difficulty in becoming parents.

"I'm well aware of the struggles many women face with infertility and how lucky I am. That is why I'll be giving away $10,000 to help and support one of you in your pregnancy journey," Lawrence announced.

Many fans took the opportunity to congratulate the model and explain why they deserved to win the giveaway.

"Praying it'll happen for me and my husband one day! I struggle with infertility unfortunately. God provides at the right time," wrote one hopeful fan.

"Wow how selfless and caring you are to do something like that for someone who is struggling to conceive," wrote another. "From someone who has endometriosis and is not yet aware how easy it will be for me when the time comes, I can appreciate how special it is! And congratulations to your family gorgeous."